20.500.12556/DKUM-10202 PRIKAZ MARKETINŠKEGA KOMUNICIRANJA PRI UVEDBI STORITVE TUŠMOBIL DEMONSTRATION OF MARKETING COMMUNICATIONS BY LAUNCHING TUŠMOBIL SERVICE Eno od štirih temeljnih prvin trženjskega spleta podjetja je marketinško komuniciranje. Če želi tržnik sporočiti ciljnim odjemalcem, da obstaja nek izdelek, mora obvladati oglaševanje, pospeševanje prodaje, odnose z javnostmi in osebno prodajo. Z marketinškim komuniciranjem se prenašajo informacije in značilnosti nekega izdelka ali storitve k porabniku, da bi se le-ta lažje odločil za nakup. Da bi bilo komuniciranje uspešno mora biti sporočilo zanimivo za porabnika. Izdelek ali storitev, ki ga podjetje ponuja mora porabnika pritegniti in vzbuditi potrebo po njem. Za proces, ki poteka od vira do cilja in iz prejemnika izvabi želeni odgovor oziroma reakcijo, lahko trdimo, da je uspešen. Model poudarja ključne dejavnike za učinkovito komunikacijo. Oddajnik mora vedeti, katerega naslovnika želi doseči. Pri kodiranju sporočila upošteva kako ciljno občinstvo dekodira sporočila. Komunikacijski kanal mora izbrati tako, da bo z njim dosegel ciljno občinstvo. Omogočiti mora tudi povratno zvezo, da bo lahko sprejemal odzive občinstva na svoja sporočila (Kotler 1996, 597). Marketinško komuniciranje v Tušmobilu je bilo pri uvedbi storitve dobro opravljeno. Ciljna skupina je bila dosežena, kar kažejo tudi rezultati. Z zanimivimi kreativami in previdno izbranimi instrumenti marketinškega komuniciranja so dosegli veliko število ljudi in dober image podjetja. Za tega se trudijo še danes. Ampak zaradi konkurence in kakšne slabe objave glede omrežja včasih podoba podjetja nekoliko pade. Kar se tiče drugih storitev podjetje nima težav. Vse tehnične težave se vsak dan sproti odpravljajo, ponujati poskušajo čim sodobnejše in kvalitetnejše storitve. Večji poudarek je podjetje dalo na neosebne komunikacijske kanale. Gre za tiskane oglase v revijah, časopisih, vloženke, billboard plakate, TV oglase, radijske oglase, letake Tuš, internet, WC oglase, plakate v trgovinah Tuš (nad blagajnami), telope v kino dvoranah pred predstavami … . Za pospeševanje prodaje uporablja podjetje Tušmobil paketno ponudbo in telefonski aparat za 1€, prodajo predplačniških paketov v trgovinah Tuš ter pomembno sodelovanje s trgovinami Tuš preko programa Zbirajmo minute. Ta je namenjen članom Tuš kluba, ki je eden izmed največjih programov zvestobe v Sloveniji. Novi cilji za leto 2009 so že zastavljeni in kot zaposlena v Tušmobilu si želim, da bi jih tudi dosegli. One of the four basic elements of internet marketing is marketing communication. If a bidder wishes to notify target customers about the existence of a certain product, he needs to master advertising, sales promotion, public relations and personal sale. Information and the features of a certain product are transfered to the costumers by marketing communication in order to make a desicion about the purchase easier. For the communication to be successful, the information has to be appealing to the customer. The product or the service offered by the company needs to attract and awake the need for it. A process that runs from the source up to the target and provides the desired response, is claimed to be successful. The model emphasizes the main factors for the efficient communication. The transmitter has to know which addressee he wants to reach. Within the coding of a message he considers how a target audience decodes the messages. The transmitter then needs to choose a communication channel to reach the target audience. It also has to provide a return connection in order to accept audience response to their messages. (Kotler 1996, 597) Marketing communications at Tuš mobil have been well adjusted in the introduction of the service. The target group has been reached and we have results that indicate it. With interesting, creative and carefuly chosen instruments of marketing communication Tuš mobil has reached a large quantity of people and a well built company image. They are still working on it today. Because of the competition and poor internet advertisement, the image of the company recurrently falls. With other services however, the company has no difficulties. All of the technical problems are daily resolved with an attempt to offer the most modern and high quality services. The company has put a huge emphasizes on impersonal communication channels. These are printed advertisements in magazines and newspapers, radio advertisements, Tuš flyers, toilete advertisements, posters put above the cashiers desk in Tuš stores, telopes in cinema theatres. For the sales promotion, Tuš mobil uses package offers and mobile phones for a cost of 1€, the subscriber packages in Tuš stores and an important collaboration with Tuš stores, through the program of Let`s collect the minutes. The last is intended for the members of Tuš klub and is one of the biggest loyality programs in Slovenia. New goals for the year 2009 have already been set and as an employee at Tuš mobil, I wish for us to achieve them. Marketinško komuniciranje oglaševanje odnosi z javnostmi pospeševanje prodaje komunikacijski kanali marketinški cilji uvajanje storitve Tušmobil. Marketing communications advertising public relations sales promotion communication channel marketing goals launching Tušmobil service. true true false Slovenski jezik Angleški jezik Diplomsko delo 2009-04-22 08:14:05 2009-06-19 11:22:37 2022-04-11 16:04:52 2022-04-16 03:16:01 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 9886236 URN:SI:UM:DK:UC4AGEOR UNI_Tus_Aneta_2009.pdf UNI_Tus_Aneta_2009.pdf 1 F18E7E35DD49178F57BBDD46A84B699A 107b93256035de6960d942ada8876d9c442919714f964b41674a1cc4689c21e7 c10793ef-7c02-11eb-bb7a-00155d0001ca 20.500.12556/dkum/db69d050-a9f5-4741-9d50-cd26dabc4bd3 https://dk.um.si/Dokument.php?lang=slv&id=8168 Ekonomsko-poslovna fakulteta 0 0 0